Case Study / Automotive

Client
The BMW Group is one of the world's leading automotive manufacturers in the premium sector.
At the European product launch of the new BMW 5 series in the international lifestyle media, the new BMW 5 saloon played a major role in the short film "Who killed the idea?" by Herrmann Vaske.

Goal

• Present the new BMW 5 saloon in the international lifestyle media.
• Present the film as a unique communication platform for the vehicle.
• Promote the image of the BMW Group through
  an unusual marketing campaign.

Strategy

• A targeted "multi-channel strategy" provides various thematic anchors and enables the presentation of the short film with its star actor – the BMW 5 saloon.
• Active inclusion of the international key media in the process of making the film.
• The high VIP status of Nadja Auermann as another star of the short film draws the attention of the international press to BMW and the new car model.

Implementation

• Press trip for international key media to Los Angeles to visit the film set and take part in the shooting.
• Interviews with stars, producers and the director of the film.
• Presentation of the film to the international lifestyle press at a pre-screening on Cannes beach during the International Film Festival on the Côte d’Azur.
• Issuing of ten international press releases while the project is underway with simultaneous release to the media all over Europe.
• Media cooperation with a prize draw for readers to win trips to the premiere during the "Cannes Lions International Advertising Festival".
• With the support of the Porter Novelli offices in the UK, Benelux, France, Sweden and Italy, F&H Porter Novelli Munich was also able to successfully position the campaign in other European countries.

Result

• Extensive publicity for the new vehicle in the lifestyle media of the European core countries.
• Promotion of BMW's image as a creative automotive manufacturer with unusual marketing ideas.